The proliferation of social media platforms means the pressure is on B2B marketers to listen and actively engage with their customers more proactively than ever before.
Speaking at the recent Dreamforce conference in San Francisco, Docusign's head of global social strategy and operations, Caitlin Angeloff, said the role of the social media marketer has now expanded to include so much more than just posting on social media. Docusign is a digital signature and transaction management vendor.
"I'd like to think we do all the things and are like the unicorns of an organisation," she said. "We do so much more than just social media. You have to be a generalist, a trend-watcher, a social media listener, a strategist, a customer service representative, a media planner, a media buyer, plus you need to be able to do graphic design, photography and videography.
"You need to be a teacher, to show other people how to use the platform, and you also need to be a student, because you need to learn and keep up with how platforms are changing. You also need to be a good brand steward and be the governor of that brand."
According to Angelhoff, social media marketing is now in its normalising phase within the marketing mix and serves every part of the business. But she stresses it's a dialogue, not a monologue.
"Social is a behaviour and all organisations say they do social media, but they don't say they actually converse with their audience or actively engage with them or comment back," she said. "Well that's not really social. If you're doing it right, you're looking at things like engagement rates and you're not just sharing a voice, but also sharing sentiment and engagement rate."
With the proliferation of mobile devices, Angelhoff stressed the importance of looking at all marketing research and consideration specifically in that mobile moment.
"You need to be discoverable in the B2B mobile space," she said. "It's all about support, loyalty and product innovation."
Angelhoff also revealed Docusign recently started crowd-sourcing all its content with a team of editors as part of a collaborative social media process.
"At Docusign, we all work together to meet our social objectives so at the top of the funnel is awareness and making people discover your brand, and then research and consideration," she said. "I'd ten times prefer to have one piece of content that people engage with rather than five that nobody engages with."
In the face of globalisation, Angelhoff agreed the key to success is to create hyper-local content, especially in a big organisation.
"A one size fits all approach does not work," she continued. "For instance, the guidance we might give to the UK might not necessarily work for say, Singapore, so we have to evolve and move accordingly."
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